Motivation

Winglore Spirits was founded by a group of pilots on separate but parallel paths, united by a shared vision, to build a brand that celebrates our culture and connects us with the broader public through fine spirits and the thrill of fast jets.

We figure if we could survive high-speed ejections, unpredictable deployments, and the occasional unscheduled rendezvous with the ground, we could probably handle launching a whiskey brand.

Driven by a passion to honor the unbreakable bonds and unforgettable stories of aviators, Winglore embodies the Spirit of Flight—a blend of valor, grit, and just enough irreverence to keep things interesting. Our mission? As independent bottlers/blenders, we team up with the finest independent whiskey producers to make sure that when you raise your glass, you’re toasting with something worthy of the people and stories that bring us together.

Greater Purpose and Vision

Winglore isn’t just about whiskey; it’s about preserving and passing on the culture and humor of the aviation community. Like our friends in Dos Gringos—a musical duo who found fame (minor…and some would say infamous) singing about the highs, lows, and absurdities of life in the cockpit—we believe everyone deserves a good-natured roast and a place where stories come to life. We’re here to provide a little fuel for those stories, inviting people to join our squadron and cause.

Vision for Impact

At Winglore, we’re out to turn whiskey into memories and camaraderie into a cause, celebrating the legends—and the jesters—in all of our lives. More than just filling glasses, we're here to build a legacy by collecting, cataloging and sharing stories through a living, interactive label. We invite our patrons to submit stories and participate in archiving and narrating these tales through our interactive customer engagement. From fallible aviators and family heroes to untold legends, every pour of Winglore starts with a raised glass and ends with a story worth telling—or at least a laugh worth having.

Winglore has obtained three trademarks, two registered with the USPTO (Winglore and Nickel On The Grass) and one (Bogey Dope) that is filed with our Trademark team.

Developed a branding strategy to include a custom bottle with aviation ties.

Completed proprietary branding asset packaging for Winglore (logos and marks; sales sheets for Nickel On The Grass and Bogey Dope; point of sales branded boxes and closure tape; technical specifications and data for custom bottle, stopper, and closure).

Community Accessibility

It’s no surprise to anyone that military aviation has a booming (some would say sonic) dedicated fanbase, as evidenced by the incredible popularity of movies like Top Gun Maverick (aka, Top Gun 2), Masters of the Air, Top Combat Pilot, Imax Blue Angels and many more. Aviation culture has become the prevailing archetype of the spirit of adventure, harkening back the knights of old. But there is an increasingly wide gap between the approachable nature of squadron culture and the nearly mythological grandeur portrayed in Hollywood productions. To consumers, aviation life is often an enigma - cool but utterly out of reach. To date, no aviation brand has captured the true spirit of squadron life for eager enthusiasts in a way that’s both genuinely authentic and easy to enjoy. Most military brands seem more interested in gatekeeping than welcoming anyone new, keeping their culture locked behind a wall of exclusivity and elitism.

One Story

Whiskey companies are generally one-dimensional; beyond the whiskey itself, there exists little depth or complexity to their brands. Most whiskey labels chase a good product and push one brand story—until it’s run dry. Their storytelling has been reduced to repetitive social media posts—drawn, quartered, run over, and left for the scavengers. Meanwhile, the art of toasting has faded into obscurity. But in a military squadron, raising your glass is considered sacred and nuanced, honoring heroes (toast), humbling the proud (roasts) and recounting legendary exploits (lore). Imagine having just one story and therefore just one toast... (yawn).

Craftsmanship & Uniqueness

The whiskey industry may seem saturated and possibly stagnant with many barriers to entry. Yet, the industry is ripe with opportunity and gaps remain in how unique, high-quality whiskeys are brought to the market and by whom. Larger distilleries often lean toward mass production, prioritizing consistency over uniqueness, which leaves little room for the individuality and diversity that many whiskey enthusiasts crave. For those who seek more than a standard bottle, there’s a need for brands that not only value quality but also elevate the stories and craftsmanship behind each blend.

Craftsmanship & Uniqueness

Winglore is part of a growing movement within the whiskey industry that’s transforming the way people think about craft and quality. Unlike larger distilleries with standardized products, Winglore embraces the art of American blending and independent bottling—a distinct approach that allows us to bring a personal touch to each release. Rather than simply sourcing and white-labeling whiskey, we work directly with distilleries and creators, carefully selecting and blending whiskeys to highlight the craftsmanship and unique flavor profiles of each origin.

This approach means each bottling of Winglore is a story in itself, reflecting the influence, palate, and expertise of our product team, who are as passionate about their craft as we are about ours. By collaborating closely with distilleries, we will release new and distinctive blends that embody different aspects of our aviation community. These limited releases, whether a commemorative single cask or a bottling which celebrates a larger campaign, will generate excitement and anticipation within the community. Offering limited release batches is a powerful way to drive both story and craftsmanship while adding value to the Winglore collection and brand. Flavor profiles will always be chosen to reflect the richness, resilience, and sense of adventure of the Winglore community.

One Story

Our brand pillars: Toast - Roast - Lore!

Winglore brings you the spirit of a squadron bar after a day in the skies—a pour that’s as rich and layered as the stories we share. Aviation is more than just one campaign, one flight, one pilot, one aircraft; Every pilot, every plane, every campaign tells a different tale. The unbounded spirit of military aviation refuses to fit neatly into a single-brand story. Winglore is pioneering a new era in immersive storytelling and will unveil endless tales through an innovative, interactive label.

Toast – In aviation, moments of triumph and resilience are always worth celebrating. Toast is our call to raise a glass to the highs and the lows, honoring the victories both in the sky and on the ground.

Roast – Pilots know that a little ribbing keeps us sharp and connected. Our Roast is a nod to the camaraderie found in every squadron, where the best stories are seasoned with a bit of humor and humility.

Lore – Aviation is rich with tales of daring flights and legendary figures. Lore preserves these stories, paying tribute to the past while inspiring a new generation of adventurers.

Together, Toast, Roast, and Lore embody Winglore’s commitment to crafting a spirit that celebrates the adventure, humor, and legacy of life.

Community Accessibility

Most brands fall short in engaging their communities beyond marketing gimmicks and trends. Winglore changes the game, inviting aviators, historians, enthusiasts, and military families to share their stories and memories through a dynamic, interactive label—elevating customer engagement to unprecedented heights. Imagine the pride of a patron seeing their family member, friend, or neighbor celebrated through our label after sharing their toast. Picture the thrill of a veteran finding their deployment or campaign immortalized in our lore. Imagine the riotous laughter of your coworkers as they toast and roast each other’s wild stories from the office “Danger Zone.” With Winglore, we’re not just raising glasses—we’re elevating stories, honoring memories, and fueling a new era of connection and celebration.

Winglore's business model as an independent bottler/blender and non-distiller producer of whiskey focuses on multiple revenue streams, targeting both consumers and businesses.

• DTC (Direct-to-Consumer) (3-Tier Compliant) via online platforms and subscription model.
  
• BTB (Business-to-Business) for wholesale partnerships with retailers and bars.
• Experiential for whiskey tasting and educational events.

Planned Revenue Streams:

1. Direct-to-Consumer Sales (DTC) (3-Tier Compliant): Winglore plans to leverage e-commerce platforms and a dedicated website to sell directly to whiskey enthusiasts. This may allow us to build a community of loyal customers who appreciate the unique qualities and craftsmanship of our independently bottled whiskies.
2. BTB Wholesale: We plan to team with specialty retailers, whiskey bars, and premium liquor stores, selling our products wholesale to reach a wider audience and establish our presence in curated spaces that appeal to discerning whiskey buyers.
3. BTB Military Wholesale/Retail: We are going to enter the military exchange markets (NEX - Navy Exchange, MCX - Marine Corps Exchange, AAFES - Army and Air Force Exchange Service) to reach into the armed forces bases that extend across the United States and its territories and overseas bases (Germany, Japan, UK, etc).
4. Private Labeling & Limited Editions: Another revenue stream may come from collaborating with squadrons, businesses, or groups seeking their own branded whiskey. This involves creating exclusive limited-edition bottles for specific clients or high-profile events, offering tailored blends or single barrels under the Winglore brand.
5. Subscription Model: For dedicated whiskey collectors and enthusiasts, Winglore plans to offer a membership club, providing subscribers access to limited releases, rare casks, and early product launches. This recurring revenue model builds long-term customer engagement.
6. Whiskey Experiences & Events: As the brand grows, Winglore plans to host tasting events, whiskey-pairing dinners, and educational workshops, monetizing these experiences while deepening customer loyalty and brand engagement.

• The US is a very diverse status spirits market, with several categories holding a significant value share. The increasing prestige and collectability of high-end bourbon, rye and US single malt has seen demand rise sharply in recent years, with the total value of the American whiskey category in the US growing by a CAGR of +17% from 2019-23. As tequilas growth slows down, American whiskey is now forecast to generate the greatest value growth through 2028.
• The Global Premium Alcoholic Beverages Market is projected to register a CAGR of 8.43% over the next five years. The increased demand for alcoholic beverages, especially among millennials, as well as the rising global consumer desire for premium/super-premium goods, are the main drivers of the premium alcoholic beverage market.
• The number of active craft distillers in the U.S. grew by 11.5% to reach a total of 3,069.

Winglore is not just a brand, it’s a community of people who love aviation, whiskey, and sharing toasts, roasts and lore.

By investing in Winglore, you are not just funding a product—you’re helping to build a legacy inspired by the experiences of those who have lived and thrived under extraordinary circumstances. The brand is about celebrating those moments and the people behind them, and you can feel a sense of pride in being part of something that goes beyond mere profit—it’s about honoring a culture and helping to tell a story that resonates with authenticity and a strong sense of identity.

You can participate in this journey by being actively involved in storytelling initiatives, sharing in the brand's growth, and experiencing the product's development firsthand. As the brand grows, you will be able to see how your investment contributes to building a community of enthusiasts who are emotionally connected to Winglore’s mission.